---
title: Alex Sodek – Decision Insight
description: Alex Sodek – Decision Insight
---

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- Solutions 
    - [ShopperIQ](https://www.tabsanalytics.com/shopperiq) 
          - [Aisle Creation](https://www.tabsanalytics.com/aislecreation)
          - [Arrangement](https://www.tabsanalytics.com/arrangement)
          - [Assortment](https://www.tabsanalytics.com/assortment)
          - [Consumer Decision Trees](https://www.tabsanalytics.com/consumer-decision-trees)
          - [Merchandising](https://www.tabsanalytics.com/merchandising)
          - [Packaging](https://www.tabsanalytics.com/packaging)
          - [Price/Size Optimization](https://www.tabsanalytics.com/price-size-optimization)
          - [Pricing](https://www.tabsanalytics.com/pricing)
    - [Digital.IQ](https://www.tabsanalytics.com/digital-iq-ecommerce) 
          - [Digital CDT](https://www.tabsanalytics.com/digital-cdt)
          - [Digital.IQ – Test & Learn](https://www.tabsanalytics.com/digital-iq-test-learn)
          - [Digital Path to Purchase](https://www.tabsanalytics.com/digital-path-to-purchase)
    - [DiningIQ](https://www.tabsanalytics.com/diningiq) 
          - [Menu Layout](https://www.tabsanalytics.com/menu-layout)
          - [Menu Optimization](https://www.tabsanalytics.com/menu-optimization)
          - [DiningIQ Merchandising](https://www.tabsanalytics.com/diningiq-merchandising)
          - [DiningIQ Digital](https://www.tabsanalytics.com/diningiq-digital)
    - [Brand Insights](https://www.tabsanalytics.com/brand-insights)
    - [Category Management](https://www.tabsanalytics.com/category-management/)
- Methods 
    - Analytics 
          - [Virtual Conjoint](https://www.tabsanalytics.com/virtual-conjoint)
          - [Flavor Analysis (TURF+)](https://www.tabsanalytics.com/flavor-analysis-turf-plus/)
    - [Diagnostics](https://www.tabsanalytics.com/diagnostics)
- Library 
    - [Blog](https://www.decisioninsight.com/blog)
    - [Newsletters](https://www.decisioninsight.com/newsletters)
    - [Newsletter Signup](https://share.hsforms.com/544043/498a6e46-df85-4e80-b62e-d8371b22090e)
    - [Thought Leadership](https://www.tabsanalytics.com/thought-leadership)
    - [Digital Era 4ps](https://www.tabsanalytics.com/digital-era-4ps) 
          - [Place](https://www.tabsanalytics.com/digital-era-4ps#place)
          - [Price](https://www.tabsanalytics.com/digital-era-4ps#price)
          - [Promotion](https://www.tabsanalytics.com/digital-era-4ps#promotion)
          - [Product](https://www.tabsanalytics.com/digital-era-4ps#product)
- About 
    - [About DI](https://www.tabsanalytics.com/about-di)
    - [How We Work](https://www.tabsanalytics.com/how-we-work) 
          - [Overview](https://www.tabsanalytics.com/how-we-work)
          - [Discover](https://www.tabsanalytics.com/how-we-work#discover)
          - [Create](https://www.tabsanalytics.com/how-we-work#create)
          - [Validate](https://www.tabsanalytics.com/how-we-work#validate)
          - [Activate](https://www.tabsanalytics.com/how-we-work#activate)
    - [Team Bios](https://www.tabsanalytics.com/team-bios)
- [Contact](https://www.decisioninsight.com/contact-us)

- Solutions 
    - [ShopperIQ](https://www.tabsanalytics.com/shopperiq) 
          - [Aisle Creation](https://www.tabsanalytics.com/aislecreation)
          - [Arrangement](https://www.tabsanalytics.com/arrangement)
          - [Assortment](https://www.tabsanalytics.com/assortment)
          - [Consumer Decision Trees](https://www.tabsanalytics.com/consumer-decision-trees)
          - [Merchandising](https://www.tabsanalytics.com/merchandising)
          - [Packaging](https://www.tabsanalytics.com/packaging)
          - [Price/Size Optimization](https://www.tabsanalytics.com/price-size-optimization)
          - [Pricing](https://www.tabsanalytics.com/pricing)
    - [Digital.IQ](https://www.tabsanalytics.com/digital-iq-ecommerce) 
          - [Digital CDT](https://www.tabsanalytics.com/digital-cdt)
          - [Digital.IQ – Test & Learn](https://www.tabsanalytics.com/digital-iq-test-learn)
          - [Digital Path to Purchase](https://www.tabsanalytics.com/digital-path-to-purchase)
    - [DiningIQ](https://www.tabsanalytics.com/diningiq) 
          - [Menu Layout](https://www.tabsanalytics.com/menu-layout)
          - [Menu Optimization](https://www.tabsanalytics.com/menu-optimization)
          - [DiningIQ Merchandising](https://www.tabsanalytics.com/diningiq-merchandising)
          - [DiningIQ Digital](https://www.tabsanalytics.com/diningiq-digital)
    - [Brand Insights](https://www.tabsanalytics.com/brand-insights)
    - [Category Management](https://www.tabsanalytics.com/category-management/)
- Methods 
    - Analytics 
          - [Virtual Conjoint](https://www.tabsanalytics.com/virtual-conjoint)
          - [Flavor Analysis (TURF+)](https://www.tabsanalytics.com/flavor-analysis-turf-plus/)
    - [Diagnostics](https://www.tabsanalytics.com/diagnostics)
- Library 
    - [Blog](https://www.decisioninsight.com/blog)
    - [Newsletters](https://www.decisioninsight.com/newsletters)
    - [Newsletter Signup](https://share.hsforms.com/544043/498a6e46-df85-4e80-b62e-d8371b22090e)
    - [Thought Leadership](https://www.tabsanalytics.com/thought-leadership)
    - [Digital Era 4ps](https://www.tabsanalytics.com/digital-era-4ps) 
          - [Place](https://www.tabsanalytics.com/digital-era-4ps#place)
          - [Price](https://www.tabsanalytics.com/digital-era-4ps#price)
          - [Promotion](https://www.tabsanalytics.com/digital-era-4ps#promotion)
          - [Product](https://www.tabsanalytics.com/digital-era-4ps#product)
- About 
    - [About DI](https://www.tabsanalytics.com/about-di)
    - [How We Work](https://www.tabsanalytics.com/how-we-work) 
          - [Overview](https://www.tabsanalytics.com/how-we-work)
          - [Discover](https://www.tabsanalytics.com/how-we-work#discover)
          - [Create](https://www.tabsanalytics.com/how-we-work#create)
          - [Validate](https://www.tabsanalytics.com/how-we-work#validate)
          - [Activate](https://www.tabsanalytics.com/how-we-work#activate)
    - [Team Bios](https://www.tabsanalytics.com/team-bios)
- [Contact](https://www.decisioninsight.com/contact-us)

- Solutions 
    - [ShopperIQ](https://www.tabsanalytics.com/shopperiq) 
          - [ShopperIQ Overview](https://www.tabsanalytics.com/shopperiq)
          - [Aisle Creation](https://www.tabsanalytics.com/aislecreation)
          - [Arrangement](https://www.tabsanalytics.com/arrangement)
          - [Assortment](https://www.tabsanalytics.com/assortment)
          - [Consumer Decision Trees](https://www.tabsanalytics.com/consumer-decision-trees)
          - [Merchandising](https://www.tabsanalytics.com/diningiq-merchandising)
          - [Packaging](https://www.tabsanalytics.com/packaging)
          - [Price/Size Optimization](https://www.tabsanalytics.com/price-size-optimization)
          - [Pricing](https://www.tabsanalytics.com/pricing)
    - [Digital.IQ](https://www.tabsanalytics.com/digital-iq-ecommerce) 
          - [Digital.IQ Overview](https://www.tabsanalytics.com/digital-iq-ecommerce)
          - [Digital CDT](https://www.tabsanalytics.com/digital-cdt)
          - [Digital.IQ – Test & Learn](https://www.tabsanalytics.com/digital-iq-test-learn)
          - [Digital Path to Purchase](https://www.tabsanalytics.com/digital-path-to-purchase)
    - [DiningIQ](https://www.tabsanalytics.com/diningiq) 
          - [DiningIQ Overview](https://www.tabsanalytics.com/diningiq)
          - [Menu Layout](https://www.tabsanalytics.com/menu-layout)
          - [Menu Optimization](https://www.tabsanalytics.com/menu-optimization)
          - [DiningIQ Merchandising](https://www.tabsanalytics.com/diningiq-merchandising)
          - [DiningIQ Digital](https://www.tabsanalytics.com/diningiq-digital)
    - [Brand Insights](https://www.tabsanalytics.com/brand-insights)
    - [Category Management](https://www.tabsanalytics.com/category-management/)
- Methods 
    - Analytics 
          - [Virtual Conjoint](https://www.tabsanalytics.com/virtual-conjoint)
          - [Flavor Analysis (TURF+)](https://www.tabsanalytics.com/flavor-analysis-turf-plus/)
    - [Diagnostics](https://www.tabsanalytics.com/diagnostics)
- Library 
    - [Blog](https://www.decisioninsight.com/blog)
    - [Newsletters](https://www.decisioninsight.com/newsletters)
    - [Digital Era 4ps](https://www.tabsanalytics.com/digital-era-4ps) 
          - [Overview](https://www.tabsanalytics.com/digital-era-4ps)
          - [Place](https://www.tabsanalytics.com/digital-era-4ps#place)
          - [Price](https://www.tabsanalytics.com/digital-era-4ps#price)
          - [Promotion](https://www.tabsanalytics.com/digital-era-4ps#promotion)
          - [Product](https://www.tabsanalytics.com/digital-era-4ps#product)
- About 
    - [About DI](https://www.tabsanalytics.com/about-di)
    - [How We Work](https://www.tabsanalytics.com/how-we-work) 
          - [Overview](https://www.tabsanalytics.com/how-we-work)
          - [Discover](https://www.tabsanalytics.com/how-we-work#discover)
          - [Create](https://www.tabsanalytics.com/how-we-work#create)
          - [Validate](https://www.tabsanalytics.com/how-we-work#validate)
          - [Activate](https://www.tabsanalytics.com/how-we-work#activate)
    - [Team Bios](https://www.tabsanalytics.com/team-bios)
- [Contact Us](https://www.decisioninsight.com/contact-us)
- [816-221-0445](tel:+1-816-221-0445)

# Alex Sodek

## Chief Research Officer

Alex has nearly 20 years of experience solving critical marketing challenges for Fortune 500 companies. His expertise in survey design and execution, particularly in the areas of shopper insights, category management, and consumer product development, is focused on delivering activation at retail.

Alex, as CRO, leads the development of innovative solutions by uncovering clients’ important marketing challenges, formulating workable research designs, and delivering effective results. Alex has played a key role in designing our SimuShop® and DiningIQ™, and ShopperIQ® solutions suite.

Alex’s professional background includes running political campaigns, conducting public opinion polls, and managing client accounts for Roper Starch Worldwide. He is a graduate of Texas Christian University.

![Alex2](https://www.tabsanalytics.com/hubfs/Alex2.jpg)

<https://www.tabsanalytics.com/alex-sodek>

#### Alex Sodek

Chief Research Officer

<https://www.tabsanalytics.com/jordan-henderson>

#### Jordan Henderson

VP, Client Solutions

<https://www.tabsanalytics.com/leslie-downie>

#### Leslie Downie

Director of Marketing

<https://www.tabsanalytics.com/sonja-hitchcock>

#### Sonja Hitchcock

VP, Creative Services

<https://www.tabsanalytics.com/scott-murdock>

#### Scott Murdock

VP, Technology

### Recent Posts

[Price Predictor - Price Elasticity Reimagined](https://www.decisioninsight.com/newsletters/price-predictor-price-elasticity-analysis)

September 2, 2021

![Price Predictor - Price Elasticity Reimagined](https://www.tabsanalytics.com/hs-fs/hubfs/price-predictor-f.jpg?length=150&name=price-predictor-f.jpg)

[WHAT’S NEXT in Influencing Shoppers](https://www.decisioninsight.com/blog/what-next-in-influencing-shoppers)

May 17, 2021

![WHAT’S NEXT in Influencing Shoppers](https://www.tabsanalytics.com/hs-fs/hubfs/omnishopper.jpg?length=150&name=omnishopper.jpg)

[What next for CPGs in eCommerce](https://www.decisioninsight.com/newsletters/what-next-for-cpgs-in-ecommerce)

March 25, 2021

![What next for CPGs in eCommerce](https://www.tabsanalytics.com/hs-fs/hubfs/ecomm-shoppers-1.jpg?length=150&name=ecomm-shoppers-1.jpg)

[Virtual Shopping 101: What People Say Is Not What People Do](https://www.decisioninsight.com/blog/virtual-shopping-101)

March 3, 2021

![Virtual Shopping 101: What People Say Is Not What People Do](https://www.tabsanalytics.com/hs-fs/hubfs/what-shoppers-do.jpg?length=150&name=what-shoppers-do.jpg)

[The Importance of Pricing to Shoppers and Retailers](https://www.decisioninsight.com/blog/pricing-white-paper)

February 17, 2021

![The Importance of Pricing to Shoppers and Retailers](https://www.tabsanalytics.com/hs-fs/hubfs/lowprice-retailer.jpg?length=150&name=lowprice-retailer.jpg)

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